Relatable Human Stories Show the Natural Cleaning Power of Seventh Generation
Director Sergii Shevtsov, repped by production company Institute in the US, recently directed his first work for the US market: two uniquely stylised and comedic spots for household cleaning brand Seventh Generation. Working with ad agency Mother NY, the spots showcase the natural cleaning power of the brand’s laundry detergent and dish soap through funny and relatable human stories.
'Winning' shows the chaos of a kid’s birthday party while 'Sauce' depicts the mess incurred by an at-home dinner date – luckily, Seventh Generation products are able to come to the rescue by cleaning up even the grimiest stains. Each spot features vibrant colours and production design, dynamic camera movements, and clever in-camera visual effects to tell a standout visual story.
“The scripts brilliantly captured these seemingly ordinary moments when we, as humans, are being messy – but freezing them in time to dramatise and elevate them,” commented Sergii. “As a fan of smart comedy, I couldn’t help but fall in love with this juxtaposition of subtle irony and visual humour.”
Sergii worked closely with production designer Fernanda Contreras to nail down the look of each spot – a chaotic and colourful arcade for 'Winning' and a warmly inviting kitchen for 'Sauce.' Contreras delivered her visions in pre-production by having Sergii explore each 3D space with a VR headset, enabling them to make adjustments on an iPad before the physical sets were built.
On set, Sergii collaborated with DP Alex Akira Vecchi on a unique setup to capture the complex food shots in-camera, particularly in 'Winning.' The duo combined a Phantom camera, which is used for super slow motion and can capture up to 1,000 frames per second, with a Bolt robotic camera arm, which can be programmed to repeat the exact same camera movements. This enabled them to capture the chaotic birthday scene in separate layers, later piecing them together in post-production.
“There are a lot of safety protocols to consider when shooting with kids, so we couldn’t just have all these trays and food flying around them,” explained Sergii. “So using our Phantom and Bolt setup, first we shot just the kids on set, then we could repeat it with just the food and props against a green screen to later comp them together in post. 90% of this was captured practically – just a balance of ropes and timing.”
Sergii signed with Institute last year. Originally from Ukraine and now based in North America, he brings over a decade of marketing and agency-side experience to his craft, transitioning to the director’s chair in 2020. His work is notable for its smart visual comedy and pacing, with cinematic compositions that often bring an element of surprise to the viewer.
“I loved this project from the moment I saw the brief – I knew that it could be a big visual comedy showcase,” shared Sergii. “It was affirming to win this competitive pitch process and get the opportunity to bring these stories to life. Mother NY were incredibly engaged, full of great ideas, and open to anything that would help elevate the project. Working on this was truly a pleasure and I’m thrilled to launch this new chapter of my career in the US.”
